COMPETITIVENESS OF POLISH DAIRY PRODUCTS IN THE OPINION OF MANAGERIAL PERSONNEL

In this paper we aim to recognize competitiveness of Polish dairy products by surveying managerial personnel in dairy companies. The opinions of dairy plant managers on dairy product diversification constitutes a valid research problem. The study was conducted in 100 dairy companies in Poland in 2021. An online questionnaire was initially designed for surveying all dairy plants in Poland (163). However, the survey proved to be problematic, and the study was ultimately carried out with the personal involvement of the research team. The results were processed and presented with the use of tabular, graphic, and descriptive methods. To check if COVID-19 pandemic had impact on competitiveness we used the logit model. The respondents evaluated dairy products, variations in product prices, determinants of product success, product-related activities, and other factors. Dairy products received the highest scores for quality, demand, and brand on a scale of 1-5 points. Production, marketing, and reputation were regarded as the key determinants of market success.. We wanted to recognize which factors decrease the negative impact of COVID-19 in Polish dairy enterprises. We found that it was ease of shopping, use of transport companies and competition in the sector.